Background

JustAnswer CC page has a Legacy design which has the basic info about service and CC form to offer a membership for the users, the page was doing good in terms of engagement. The design was a little different on mobile from the web. As we analyzed the 6 months data, we saw that users were landing on the CC page but the conversion was not happening as expected. We were looking to understand what elements were impacting and driving the bounce behavior and how we could solve the problems our users are facing while making the payment.

Core Problem 

Evaluate the payment flow, starting from LP to CC page, and redesign the experience while identifying opportunities to increase User confidence and build trust which will lead to increased CR and the frequency of use.

Users

The data shows that in the age group of 25-55 years, the traffic split is 30% of female users and 70% of male users combined for all the categories.

Don Norman Said -

"Don’t rush to a solution, try small interventions"

😮‍💨 Identifying pain points 

To understand the user behavior and the reason behind non-conversion we decided to run a non-converters survey on the payment page for users who were not completing the payment. Later we analyze the survey to identify the pain points and design a solution for the same.

⭐️ Key Insights from Non-Converter Survey

● Almost 27% users feels that the website is not trustworthy.

● 13% users can’t find the relevant info. about how the service works.

● 9 % users are not sure that the expert can answer their question if they subscribe.

● 7% users want more information about the experts.

● 8% of users find the price confusing

● 38% users don’t want to subscribe for a membership.

🖌  Recommended Solutions

1. Visual Hierarchy - 

The labels should communicate correctly to inform users about the page because my assumption is "Upon arriving at the page, the user might feel confused and struggle to identify the purpose of the page and what exactly they're paying for".

2. Plan details - 

The Plan details with price should be shown clearly and in an order description structure because my assumption is "Users are not clear about joining and membership fee, and exactly what they're getting for a specific amount". 

3. Expert Details and Specialization - 

The expert details could include more information about their specialization and provide ample social proof to assure users that they're real and able to solve their problem because my assumption is "Users don't feel confident as they can't find any expert reviews and their qualifications". 

4. CC Logos - 

The CC logos on the payment page should be updated and the most recent version because my assumption is "The outdated CC logos don't contribute to the authenticity and in establishing a sense of security on the CC page". 

5. Membership benefits - 

The membership benefits could be shown more prominently in a small container near the order details and payment option in the 1st fold because my assumption is that "Many users are unclear about what benefit they're getting in membership like how they can connect with an expert and how many questions they can ask".'

6. Secure text - 

Including security text such as"secure payment" near CTA to reassure that their data is protected and secure because my assumption is "Without any security element, user often don't trust the website and feel that their payment info isn't safe and secure. Such issues are common and frequently seen on Scam and Fraud websites". 

7. Placement of Security Logo - 

Based on a study of user eye tracking data, security logos are the second thing users look at on the CC page, we should place these security logos close to CTA within the first fold for better visibility because my assumption is "Users don't feel confident when the security logo on the Payment page is difficult to locate. Also, nearly half of the users don't scroll down since the CTA was in first fold". 

8. Help and Support - 

Help/Customer support information should be included on the CC page to help users recognize, diagnose and recover from any errors because my assumption is "Without Help/Customer support information, users may feel trapped when they encounter and recognize errors, and they end up abandoning the page ". 

At JustAnswer we always believe in the LEAN Approach - (Fundamental Activity to turn ideas into design, build it, measure how customers responds to it, and then learn whether to pivot or persevere). We decide to break the solutions into smaller experiments and perceive them on a priority basis. 

Test 1- Adding trust element on the payment page

Trust Element communicates reliability, credibility, and security to each user. In this idea, I've added trust elements in the 1st fold of the payment page as most of the users didn't scroll below. We're looking to understand how our users respond to seeing trust elements on the payment page.

Numerous studies have shown that trust signals directly impact conversion rates: 

1. According to TrustedSite, Lack of trust badges indicates fraud to 49% of consumers.

2. About 31% of consumers said their biggest concern when shopping online is having their credit card information stolen.

Note - To make it Lean I've used the existing design elements from the Design system.

Test 2- Adding Benefits on the Interstitial Page in Funnel

The Funnel has been short and quick, allowing the users to engage and Pay to have their questions answered. Users reach to payment page with a lack of understanding about - Who we are, Why they can trust us, and what else we offer.

Users Scrolling depth data reveals that only 66% of non-converters see the first bullet on the Mobile, and 50% of the users see all the membership benefits on the payment page.

I've added an additional page (interstitial) into the funnel that will establish trust and build confidence before users complete their payment.

Test 3- Showing Membership benefits on the Payment page

With all the required components on the mobile payment page (pricing, terms, Form, etc...) there is limited room to effectively market our product/service. 

I've learned that only 50% of the users see all the membership benefits on the payment page.

I re-think the current format and functionality of the payment page and added a sticky call-to-action button to display marketing content on the page before the payment fields. 

To make it Lean I've swapped the placement of the membership benefits with the current elements and only added a Sticky CTA functionality. 

We have a practice of UAT (User Acceptance testing) before making it live for all the task that goes to production for real testing. This process is an important step to provide consistent UX from Design to Development, the issues that will be found in this step get assigned priorities and go into consideration to get resolved before making it live for real users. 

To make it Lean I've swapped the placement of the membership benefits with the current elements and only added a Sticky CTA functionality. 

📈 Test Result and Success Metrics

We ran an A/B test for an average of 40 days, with a traffic split of 50-50%.

 1 - Adding the trust element on the payment page

Out of all visitors, we got 9% Conversion.

Primary metric - CC CR significantly increased with a 4% lift compared with the older variation.

Learning - Users who saw the trust icons were more likely to convert.

2 - Showing Membership benefits on the Payment page

Primary metric - CTR on the CTA button increased to 24% for the new design.